Kwaku Appiah-Adu

Customer orientation and performance: a study of SMEs

This study examined the customer orientation ‐ performance link in small‐ and medium‐sized businesses and tested for the possible effects of innovation orientation, market dynamism and competitive intensity on the degree of customer orientation among these firms. Specific performance measures used were new product success, sales growth and return on investment (ROI). Based on constructs of these measures, a research scale was developed for the study and data were collected via a self‐administered mail survey among a UK samples of small‐ and medium‐sized enterprises (SMEs). The results show a positive effect of customer orientation on SME performance. There are also findings on the varied influences of innovation orientation and the competitive environment on the levels of SME customer orientation. In the light of existing literature, implications of our findings for SME managers, the study’s limitations and future research directions are subsequently addressed.

Market orientation and performance in the biotechnology industry: An exploratory empirical analysis

The purpose ofthis study was to conduct an exploratory investigation into the link between market orientation and business performance in the biotechnology sector. Based on the nature and character of the biotechnology industry, a multi-faceted scale of market orientation was derived from a preuiously tested and refined measure of the construct. Data were generated from 62 biotechnolog firms and a variety of market orientation-performance relationships were investigated, alongside other potential effects on the different dimensions of business performance. The findings indicate that market orientation is positively and signficanttly associated with three of the four performance measures examined. Implications of our findings for biotechnology industry managers are discussed and limitations of the study as well as future research directions are addressed.

Marketing Culture and Customer Retention in the Tourism Industry

During the last few years considerable attention has been focused on the essence of cultivating a culture which fosters the effective operationalisation of marketing practices in tourism firms. This issue is considered an important source of competitive advantage in the tourism industry where sophisticated marketing is still in its developmental stages. Considering the high level of interaction between a tourism firm and its customers, the significance of effective marketing activities cannot be overstated. In addition, maketing academics and managers assert that a strong marketing culture will lead to customer retention via customer satisfaction. This study is based on an empirical examination of the link between UK tourism firms’ marketing culture and customer retention. Our results reveal a moderately strong relationship between marketing culture and customer retention. Finally, implications of the findings for tourism managers and avenues for future research are discussed.

Benchmarking to Improve the Strategic Planning Process in the Hotel Sector

Gaining the knowledge of a firms relative position in key qualitative processes should be an essential objective of the strategic planning process. This article shows how the managerial technique of benchmarking can be used to go beyond traditional quantitative analysis and penetrate underlying qualitative processes. Benchmarking is used to assess the quality of four key strategic planning design parameters (formality, participation, sophistication and thoroughness) among 63 hotel units representing eight UK hotel groups. Results indicate that there is a significant gap between the quality of current planning processes with theoretical best practice.

Marketing effectiveness and business performance in the financial services industry

The purpose of this exploratory empirical study was to examine the link between effective marketing practices and business performance in the financial services industry. Based on a multi‐item construct of marketing effectiveness, data were generated from 52 banks and building societies. The effects of different marketing effectiveness dimensions upon profitability and growth as well as customer‐based performance indicators were investigated. Our results suggest that organisational variables such as customer philosophy, operational efficiency, marketing information and integrated marketing organisation are generally, significantly and positively associated with business performance. To conclude, managerial implications of the findings, study limitations and future research directions are discussed.

Marketing Effectiveness and Customer Retention in the Service Sector

Recent years have witnessed a growth in the number of studies relating to service orgrrnisations. This steady stream of literature could be attributed to the continuous expansion of the service sector and its increasing contribution to the advancement of many economies. In this context, issues associated with marketing and performance outcomes which managers can influence directly have received a great deal of attention. This research focuses on an empirical investigation of the relationship between marketing effectiveness and customer retention performance in an attempt to contribute to the growing body of conceptual and empiricul knowledge on the links between marketing and performance among service firms. Drawing on our results which indicate a significant and positive association between marketing effectiveness and customer retention, implications of the findings for service firm managers as well as future research directions are subsequently discussed.

Marketing activities and business performance: evidence from foreign and domestic manufacturing firms in a liberalized developing economy

Research findings on emerging markets over the last decade indicate that economic reform policies in many developing countries have not only changed the environments of these economies, but also influenced the attitudes of firms towards the marketing concept. This study determines the degree to which marketing activities are practised in foreign and domestic firms in an emerging developing economy and the effects of such practices on business performance. The research instrument comprises five marketing activity components and six performance dimensions. Data were generated from a sample of 200 firms through a self‐administered mail survey. Results of the study reveal that foreign firms perform more marketing activities and perceive all marketing components as important determinants of performance in comparison with their domestic counterparts. To conclude, managerial implications of the findings as well as study limitations and future research directions are discussed.

Marketing in emerging countries: evidence from a liberalized economy

Following a review of the current economic trends in emerging nations, discusses the importance of marketing within the macro and micro contexts of business environments in a typical liberalized economy. Provides a background to changes taking place within the market environments of emerging nations which have instituted policies to liberalize their economies, with a focus on Ghana, which has been hailed as a successful bright star of the developing world. In the context of developing countries, highlights the relevance of marketing and follows this by identifying a number of areas in which effective marketing strategies are gaining increased importance in Ghana’s evolving marketplace, and in this context, discusses case studies of three companies which have achieved superior performance as a result of improved marketing practices. Addresses the implications of the changing environment for business and marketing managers of both foreign and domestic firms.

Market Orientation and Performance: An Empirical Study of British SMEs

In the context of small- and medium-sized enterprises (SMEs) in the UK, this paper investigates two key areas: the effects of market orientation on dimensions of performance and the moderating influences of market dynamism, competitive hostility and market growth on the market orienta tion- performance relationship. The authors find evidence of the existence of a strong and positive relationship between market orientation and sales growth of SMEs. The analysis also highlights the decisive role of competi tive environment in determining SME performance. The paper, however, cautions against overemphasising competitive influences to the neglect of distinctive capabilities of firms.

Perceptions of Marketing and Approaches to Implementation: The Case of Foreign and Domestic Firms in Ghana

ABSTRACT The purpose of this study was to conduct an empirical investigation into the differences between the marketing practices of foreign and domestic manufacturing firms in Ghana. More specifically, an attempt was made, firstly, to determine the differences in the perceived importance of different elements of marketing practice and, secondly, to distinguish between the actual performance of these activities in the firms selected. Data were obtained from 75 firms representing domestic and foreign businesses in 8 foreign countries spread across Europe, North America and Asia. The analysis indicates that, on the whole, foreign firms perceive marketing practices as more important and tend to perform more marketing activities compared with their domestic counterparts. Managerial implications of the findings and the studys limitations are discussed alongside future research directions.